JP2017527010A - Advertising platform for ad placement - Google Patents

Abstract

A digital advertising platform that maximizes price and revenue opportunities. A digital advertising system is a digital advertising system for displaying and optimizing revenue of at least one advertisement having bid and rating information, at least one display device, a processor, a memory, Receiving at least one display device having a profile including attributes of at least one display device and the bid and rating information associated with at least one advertisement, and using the profile and bid and rating information; An advertising platform adapted to determine the placement of at least one advertisement on at least one display device, and an advertising platform and at least one for managing the flow of data and control between the advertising platform and at least one display device Safe access to two display devices And an exchange that has become way.

Description

Related applications

  This application includes US Provisional Patent Application No. 62 / 019,155, filed June 30, 2014, and US Patent Application Publication No. 14/213, all filed March 14, 2014. , 729, U.S. Patent Application Publication No. 14 / 213,773, U.S. Patent Application Publication No. 14 / 213,810, U.S. Patent Application Publication No. 14 / 213,873, U.S. Patents. Published application No. 14 / 213,918, U.S. patent application publication No. 14 / 213,956, U.S. patent application publication No. 14 / 213,981, and U.S. patent application publication No. 14/214. , 017, the entire disclosure and teachings of which are incorporated herein by reference.

  The present invention is a digital advertising platform that maximizes price and revenue opportunities across a variety of market spaces.

  The digital advertising system is a digital advertising system for displaying and optimizing revenue of at least one advertisement having bid and rating information, at least one display device, a processor, a memory, at least one At least one display device having a profile including attributes of the display device; and receiving the bid and rating information associated with at least one advertisement and using the profile and the bid and rating information to at least one display An advertising platform adapted to determine the placement of at least one advertisement in the device, and an advertising platform and at least one display device for managing data and control flow between the advertising platform and the at least one display device For safe access And an exchange that Tsu.

Disclose a high-level diagram of the exchange ecosystem that includes many constellations federated by the exchange. The interaction of the exchange system and the advertising platform system with the display surface and the user is shown. Fig. 5 illustrates an exchange portal interface for exchange operations, constellation operations, and display surface operator users. Fig. 5 illustrates an advertising portal user interface for advertising portal operations and advertiser type users. Shows exchange infrastructure. An overview of the advertising platform showing its four main functions: media content management, advertising control, advertising placement, and reporting. Two processes of advertising logic flow are shown, specifically an offline campaign builder process and a real-time bid / purchase evaluation process. Fig. 2 shows an overview of a display device or surface component with the flow of information to and from a specific component.

  The present invention is a digital advertising platform that maximizes price and revenue opportunities across a variety of market spaces. End-to-end systems combine display, accessibility, audience targeting, management, responsive advertising options, and market-mediated innovation.

  The three basic building blocks of the exchange system are the exchange itself—the constellation federation hub—the ad brokering platform, and a separate set of display surfaces. Exchanges allow a separate group of display surfaces (referred to herein as constellations) to securely access the advertising platform to provide profile and metadata information and to receive advertising media and control . The ad platform may determine the ad media content placement to allow advertisers to obtain display times (referred to as viewing slots) on various types of display surfaces through a predetermined rate process or bidding process. It is an intermediary exclusion dynamic advertising platform that uses rate sheets. The mediation exclusion platform is a platform where mediators are removed from the advertising placement supply chain. That is, advertisers use the advertising portal of the present invention to place advertisements directly without going through a series of brokers, aggregators, and agents. The advertising portal is configured to continuously reflect the latest state and conditions and changes and adapts with each user input. A constellation is a group of display surfaces that are registered with and driven from an advertising platform.

  The display surface is a device that can display visual content. A special category of display surfaces has the unique ability to run advertising applications that allow the display surface to operate autonomously. The advertising application reacts around the display surface (including other cooperating display surfaces) and adjusts the interaction with the display medium or proximity device accordingly and can affect the result of the advertisement placement decision. it can. These display surfaces can either be (1) an external hardware component that drives a standard display via its HDMI port, or (2) a specially designed display device that embeds the same hardware component. Either is preferable. This category of display surfaces includes US patent application publication No. 14 / 213,729, US patent application publication No. 14 / 213,773, all filed March 14, 2014, US patent application. Publication No. 14 / 213,810, U.S. Patent Application Publication No. 14 / 213,873, U.S. Patent Application Publication No. 14 / 213,918, U.S. Patent Application Publication No. 14 / 213,956. The specification, U.S. Patent Application Publication No. 14 / 213,981, and U.S. Patent Application Publication No. 14 / 214,017 are fully described and illustrated in the disclosure of these patent applications and All teachings are incorporated herein by reference.

  The platform provides a set of tools for advertisers in near real time to create and manage an advertiser's advertising campaign formed from advertising media and viewing slots on the display surface. The advertising media is a set of tools and automated access that can be accessed through a platform portal that allows advertisers to create and capture advertising media content and to optimize such content for the intended display surface Created using a workflow. Viewing slots on the display surface are obtained through negotiated predetermined rate sheets or bidding processes managed through the portal's campaign builder tool. Finally, advertisers monitor their immediate campaigns using a series of dashboarding, reporting and analysis tools that are also available through the portal. The extended set of monitoring tools is also used by operations specialists to ensure the peak performance of the system of the present invention at all times. Display surface owners / operators also use a similar set of monitoring tools to track the use of their display asset inventory.

  FIG. 1 discloses a high level diagram of an exchange ecosystem that includes a number of constellations federated by the exchange. The advertising medium content displayed on each display surface belonging to the constellation is managed by the advertising platform via the exchange.

  As can be seen in FIG. 2, the exchange and advertising platform system interacts with four main types of display surfaces and five types of users. The exchange federates the following four main types of displays, and the platform manages the following four main types of displays: (1) Out-of-home (OOH) display surface, (2) Public space display surface, (3) Private display surface, and (4) Commercial display surface. Each type is grouped under its own constellation. Three user types interact directly with the exchange portal: the exchange operation, the constellation operation, and the display surface operator. Also, two types of users, advertising platform operations and advertisers, interact with the advertising portal. Federated is defined as transparently aggregating multiple autonomous information structures into a single information structure seen by an external party. Federation engines are commonly used to hide the complexity of data structures or their internal mechanisms from third parties who need access to some of their data.

The five categories of users use the exchange and platform of the present invention to create, manage and operate advertising campaigns or register and manage display surfaces. As can be seen in FIG. 2, these categories are as follows:
1. Exchange operation 2. Constellation operation 3. Advertising platform operation 4. Advertiser Display surface operator

  The activity of each type of user is strictly controlled by profiles, settings and benefits associated with the user's account type.

  Exchange operations are responsible for ensuring exchange security, continuity, and peak performance behavior, as well as providing general technical support through a set of tools available through the exchange portal. These tools include a federated display surface performance indicator live dashboard and an aggregated view reporting. Exchange operations also mediate revenue between various federated constellations and advertising platforms. Finally, an exchange operation collects a huge amount of user data that is analyzed via a “big data” analysis tool to give insights based on user preferences and performance metrics.

  A constellation operation involves registering, maintaining and operating a group of display surfaces that are governed by a common set of rules and federated with other constellations via an exchange.

Platform operations are involved in ensuring the continuity and peak performance of advertising platform services. Four main types of platform operations accounts are available:
1. Onboarding administrator: involved in proper registration of the display surface.
2. Tech Ops Support (Technical Operation Support): Involved in technical support of various components of platform services.
3. Revenue Manager: Involved in price and revenue sharing arbitration.
4). Media Compliance Specialist: involved in reviewing, evaluating and approving advertising media content before it is linked to advertising campaigns.

Advertisers represent various types of users involved in creating and managing advertising campaigns. As a minimum, the following types of accounts are available:
1. Campaign builder 2. Campaign reviewer Content creator 4. Campaign operator

The display surface operator is a user who registers and manages devices using the exchange and advertisement platform system. Four main types of display surface operator accounts are available:
1. OOH display operator 2. Public space display operator Private display operator 4. Commercial display operator

  The display surface shows all display devices that can display advertisement content. Each display surface operator can register each display surface with the advertising platform service and create a display surface profile used by the platform service to increase the value of the display surface and manage its operation with the advertiser. it can.

  The display surface profile is preferably created as part of the display surface registration process, or static profile formed from time to time, ie attributes that are based on demand but not continuously or on a regular schedule And a dynamic profile formed by attributes that are updated in real time so that the system reacts as soon as changes are made or inputs are made. Static profiles are preferably unique notation, device type, constellation and industry, media capabilities, establishment, relative location, viewing conditions, general demographic data, content preferences, and historical impressions Incorporate attributes such as conversion rate and acquisition rate, and user evaluation. The attributes of the dynamic profile preferably include absolute location, demographic data of establishment / location over time, and viewing conditions that change over time. Detailed and dynamic display surface profiles preferably allow advertisers to fully understand the characteristics of a particular display surface and assess its relevance and value with respect to specific advertising campaigns and viewing conditions. A key is built into the unlimited search framework, and this key becomes an important differentiator for the system. The key is the accurate advertising that makes it very easy for the display surface finder to identify the best display surface to target specific demographic data and advertising campaign objectives, taking into account static and dynamic factors. Allow relevance index to be calculated.

  The advertising platform of the present invention supports the following three types of display devices.

  1. Standard display device. The present invention is disclosed in U.S. Patent Application Publication No. 14 / 213,729, U.S. Patent Application Publication No. 14 / 213,773, and U.S. Patent Application Publication No. 14 filed on March 14, 2014. No. / 213,810, U.S. Patent Application Publication No. 14 / 213,873, U.S. Patent Application Publication No. 14 / 213,918, U.S. Patent Application Publication No. 14 / 213,956, US Patent Application Publication No. 14 / 213,981 and US Patent Application Publication No. 14 / 214,017 are preferably configured to cooperate with display devices disclosed in these patent applications. The disclosure and teachings of which are incorporated herein by reference. The display device incorporates native platform support via its embedded digital signage system engine and the operating system (VOS) disclosed in FIG. The digital signage engine is a composite software system formed from a client and a server, and is used to create advertisement content and display it on a screen. The digital signage engine does not incorporate the intelligence to determine when and what is advertised, and preferably only displays content that the operator decides to display manually.

  2. Display devices, such as those described in applications incorporated by reference above, provide an ultra-thin form factor, light weight, low power, ease of deployment, and low cost as compared to conventional displays, and can be used indoors. Available for applications and outdoor applications—The outdoor version of the display device is IP4-certified. The display's powerful processor and native VOS preferably provide it with full 1080p video resolution, vividness to provide a pinpoint focus advertising medium that adapts or reacts to its environment and is always adapted to its context. Can provide graphics rendering, wireless audio, and provides the ability to run applications that use inputs from networks, built-in motion / inertia sensors, orientation sensors, geotagging sensors, and proximity sensors, and BTLE / iBeacon To be able to.

  3. Display device vision plus. Display Device Vision Plus incorporates the same electronic circuit package as the standard display device disclosed in the U.S. patent application (other than display) incorporated by reference above, and preferably any HDMI related display device up to full 1080p resolution. A compact, self-contained product that can be pushed up. Display device vision plus preferably has the same processing, networking, and context awareness capabilities as standard display devices.

  4). Display device software player. The display device software player is preferably incorporated into the third party display device to connect with the advertising platform service and provide equivalent capabilities within the performance limits of the third party hardware and operating system.

  There are four categories of display surfaces based on their ownership and the type of relationship with the exchange and advertising platform of the present invention.

  The out-of-home (OOH) display surface shows all devices owned, managed, and operated by advertising companies outside and at home. The sole purpose of these display devices is to display advertising campaigns managed by the advertising platform system of the present invention. These display surfaces are registered with the advertising platform service directly or through exchanges.

  Public space displays (PSDs) are preferably operated individually owned and operated by the enterprise and are used in public spaces such as restaurants or dental clinics for the purpose of displaying advertising content and public information managed by the system of the present invention. All the display surfaces located inside are shown. These display surfaces are registered with the advertising platform service through exchanges in exchange for revenue sharing opportunities.

  A private display (PD) is owned and operated by one individual and is located within one individual's private space (residential) for the main purpose of providing art, ornaments, and entertainment visual (and audio) content. Display screen. These display surfaces are discounted in return for an opportunity to interlace the advertising content driven by the platform, through the usual media content found on the display surface or in the case of advice, in the control user interface, in the case of advice. In exchange, it can be registered with the service of the present invention via an exchange. The value of becoming a sponsor is based on impression (ie, viewing), conversion (ie, action from viewers), or acquisition (ie, purchase of advertising products).

  Commercial displays (CDs) are owned and operated by companies within a wide range of service industries and allow a single user to provide art, ornaments, and entertainment visual (and audio) content. Fig. 3 shows a display surface located in a private space (e.g. a room or special room) occupied by a company customer for primary purposes. These display surfaces are registered with the advertising platform service via exchange in exchange for revenue sharing opportunities or advertising sponsored service opportunities. Platform driven advertising media content is interlaced with normal media content on the display surface or control user interface.

  The exchange system acts as a federation hub for various display surfaces grouped as a constellation and advertising platform system as seen in FIG. Specifically, the exchange system governs the flow of data and control information between the advertising platform and the display surface, implements a strict security framework, and between the various parties involved, ie, the advertising platform. Mediate revenue sharing among constellation operations and display surface operators. The main functions of the exchange are created by federating all display surfaces and users from various constellations to ensure and facilitate access to platform services, as well as mediating audit traces of allocated revenue. It is to be. The exchange routes advertising media content to control and issue instructions to various registered display surfaces, and returns usage data and status data from each active display surface to the advertising platform. The exchange also federates static and dynamic profile and metadata information from the display surface, as well as user accounts and profiles to be used by the platform. The exchange logger function records and logs all information passing through the exchange, including detailed fees and other usage data and context data from each registered display surface. The logger also receives a copy of all relevant platform log information. The logger organizes this information into a database to be used by the analysis engine and the revenue brokering function. A specific function of the exchange (fee management) tracks usage and registration information to calculate and manage fee revenue sharing.

  When properly registered, the exchange preferably ensures proper authentication of each display surface and secure delivery of advertising media content, as well as control usage and context and playout report data.

The exchange also manages the flow of information between the constellations, their display surfaces, and the advertising platform as follows.
O Between constellation and display surface o State and activity index o Service management Between platform and display surface o State and activity indicator o Service management o Profile update o Advertising media content o Advertising media control o Context and usage report Between constellation and platform o Registration information o Revenue information o Service management

  The exchange collects detailed usage and context information about each registered display surface and securely transmits a subset of this data to the advertising platform for its various processing functions. The exchange preferably keeps a record of all activities, usage and context indicators for performance analysis, audits, and general “big data” analysis.

  As can be seen in FIG. 3, the exchange portal provides a comprehensive user interface for exchange operations, constellation operations, and display surface operator users. Each user preferably has an account with a profile that functions to restrict access to the data and provide a secure operating environment. Display surface operators use an exchange portal that is customized for their own constellation, where functionality and data are provided by the advertising platform, but the customized exchange portal shields the user from the advertising platform. Thus providing the constellation with secure authentication and proper traceability.

  The exchange portal provides two main types of users: exchange operations and constellation operations. The exchange portal preferably performs strict login validation and authentication to provide all important functions including account management (profile and configuration creation / management, usage history, support requests, and financial information).

  The exchange portal preferably provides the following important functions to the exchange operation:

  Technical support: alarm, monitoring, capacity planning, control / override, trouble ticket management, and communication.

  Performance dashboards and reports: A set of real-time dashboards and reports that provide a momentary or historical view of all important performance indicators and mine more detailed information. A set of tools is also available to define customized dashboard views and reports.

  Revenue arbitration: A tool for monitoring, tracking, and auditing constellations and revenues distributed to individual display surface operators.

  Display surface aggregate performance: A tool for monitoring, tracking, and auditing display surface performance in aggregated groups to identify important trends.

  Big data analysis: One of the usage, trend, cohort, and other types of analysis to extract important market and usage indicators from all usage and contextual data collected from all display surfaces. A set of analysis tools.

  Account management: A function to control access to functions, validate input and authenticate, and create certificates and user profiles used to allow users to access system releases.

  Constellation operations are focused on controlling and managing platform revenue sharing, supporting onboarding, managing display surfaces (mainly done by display surface operators), and managing emergencies. The

  The primary function of the constellation operation is to manage a mechanism for marketing advertising-sponsored services to end users or consumers of services delivered via private or commercial displays.

  • For private display owners (and operators) who subscribe to this mechanism, these owners are preferably discounted for services offered through their PD or purchases made through their PD.

  • For commercial display owners (and operators) to subscribe, these owners are preferably the services provided through their PD, purchases made through their PD, or future related to their PD Get a discount on your service deduction. Discounts and deductions can also be shared with their own customers.

  The exchange portal provides these other important functions to constellation operations.

  • Revenue management: A tool for monitoring and auditing revenue shared from advertising platforms at the aggregate level for constellations, groups of display surfaces, or individual display surfaces. The revenue engine preferably tracks downstream revenue distribution and provides detailed revenue records to the constellation operation.

  Performance dashboard and report: A tool for monitoring aggregate performance on the display surface in real time or reviewing historical performance. A set of tools is also available to define customized dashboard views and reports.

  Display surface performance: A tool for monitoring the performance of an individual or group of display surfaces in real time, or reviewing historical performance. A set of tools is also available to define customized dashboard views and reports.

  Constellation analysis: A set of analysis tools for performing usage, trend, cohort, and other types of analysis from all usage and context data collected from all display surfaces.

  Emergency broadcast: The constellation operation can also use its registered display surface for emergency broadcast via override control. An emergency broadcast is a specific type of media content that overrides any other advertising content in an emergency. The advertising portal predefines a set of advertising media content (using an automated workflow) that constellation operations can be instantly marketed to any or a group of display surfaces, and therefore during that period Allows overriding of any scheduled ad placement.

  ·account management

  Advertising sponsored service management: a mechanism for selling advertisement sponsored services to end users or consumers of services provided via private or commercial displays.

  Display surface operators use portals customized for their constellations to access the various functions necessary to manage their involvement with the advertising platform. This portal is primarily managed by an exchange that uses the functionality provided by the advertising platform.

  Display surface onboarding and management support is preferably led by the display surface operator unless the display surface operator explicitly delegates or approves the constellation operator to create and edit display surface registration and profile information. This is done through the same set of tools used in the only mode.

  The main purpose of the exchange is to federate all constellation displays to give secure access to external cloud services such as advertising platforms. By doing so, a large amount of information related to the behavior and context of the display surface passes through the exchange, making it an ideal location to collect and store data for “big data” analysis applications .

  The exchange infrastructure authenticates, secures, and redirects or routes the data stream from between the constellation display surface and the advertising platform (or other external cloud service), as can be seen in FIG. Designed to.

  1. Advertising media content routing: Advertising media content is distributed to the target display surface via the exchange. The exchange authenticates the media content, routes it to the appropriate display surface, and provides an acknowledgment to the advertising platform.

  2. Routing data and control: The exchange authenticates all platform controls for the display surface and provides confirmation to the platform. The exchange also authenticates all playout data from the display service and routes this information to the advertising platform. Playout data is a standard industry report that provides all important statistical data related to the execution of an advertising campaign.

  3. Display surface registration, profile dynamic state, and metadata federation: The exchange authenticates all display surface information related to registration, static and dynamic profile information, and all other platform performance data. Enable. This information is aggregated and normalized-i.e., the information is placed in the same format and structure to further facilitate the passage of the advertising platform-and while protecting the privacy of the individual display surface Sent to.

  4). User access federation: The exchange handles all authentications and certificates from the display surface and their operators, and sends aggregated and normalized information to the advertising platform while protecting personal privacy.

  5. Aggregation of logged data: Platform log information is rolled up at the exchange and aggregated with usage and performance data from media routing, control and data routing, display surface federation, and user account federation.

  6). Aggregation of display surface usage data and context data: Detailed usage data and context data are captured by exchanges conditional on the profiles and permissions of each display device. This information is associated with all other information passing through the exchange (# 5 above).

  7). Management of ad-sponsored services and revenue sharing: The exchange receives revenue sharing and underlying advertising result information about the platform to enable performance metrics and to each constellation and / or individual or group of Arbitrate the revenue share on the display surface.

The platform of the present invention allows display time buyers (ie, advertisers purchasing viewing slots on the display surface) to create, manage and monitor advertising campaigns using the following simple five-step workflow: Like that.
1. 1. Create advertising media content Create an advertising campaign. Find the display surface. 4. Get display screen viewing slot Manage advertising campaigns

  The two main components of the platform are hosted in a cloud infrastructure to implement a harsh security framework that maximizes service availability and scalability, and a portal that provides a user interface to perform various functions. Software infrastructure.

  As can be seen in FIG. 4, the advertising portal of the present invention provides a comprehensive user interface for advertising portal operations and advertiser type users. Each user has an account with a profile that functions to restrict access to the data and provide a secure operating environment.

  Advertisers, display surface operators, constellation operators, and platform operations access various views of the advertising portal and manage their respective functions and services. Role-based authentication gives each group the following capabilities:

  1. Advertisers register and capture / create advertising media, form and manage campaigns, and monitor dashboards, reports, and analytics to manage payments from advertising portals and their accounts. Live chat support is provided to provide problem resolution in a timely manner and maximize user satisfaction.

  2. Display surface operators register display surfaces, manage display surface profiles, manage engagement schedules, monitor dashboards, reports, and analytics to manage revenue from advertising portals and their accounts To do. Also, the display surface operators preferably have their own media on their own display surface when these display surfaces are off the advertising platform, i.e. when the platform does not control the advertising content displayed on the display surface. Manage content and viewing campaigns. The login validation and authentication of the display surface operator is actually performed via the exchange portal. In this case, once completed, the user is tunneled to the advertisement portal while maintaining authentication through the exchange portal.

  3. The constellation operator registers and manages their involvement in the advertising service and monitors their display surface performance to manage their revenue and accounts from the advertising portal. Similar to the display surface operator, login validation and authentication of the constellation operation is actually performed via the exchange portal. In this case, once completed, the user is tunneled to the advertisement portal while maintaining authentication through the exchange portal. In most cases, the benefits of the display surface operator and the constellation operator are shared by the same user.

  4). Advertising platform operations interact with the advertising portal to support all users and ensure platform availability and peak performance behavior. In addition, the advertising operation uses an advertising portal to manage the display surface registration workflow and the advertising media content approval workflow, manage inventory and prices, and provide chat support for all users.

  User registration and authentication is performed by the advertising platform in cooperation with the exchange for constellation operators and display surface operators. When the user registration process is complete, an account is created with a unique certificate that is authenticated at each login. In addition, the actual computing platform (tablet, laptop, or desktop computer) used to access the advertising platform (and exchange) service is also preferably authenticated using the access code. Once fully registered, a log of all actions and data is maintained for each individual user.

  All participating display surfaces preferably go through a registration process to join the advertising platform service. The registration process is performed via the advertising portal with a display surface operator account. The registration process is driven by a wizard that guides the user through a series of specific questions and automated data capture to create a complete description of the display surface. The registration process includes establishment / location image upload, display surface identification and property definition, and engagement schedule definition (if applicable).

  The display surface operator can determine a static or dynamic media content rating “opt-out” to prevent inappropriate or undesirable advertising media content from being viewed on the registered display surface ( For example, McDonald's ad in Burger King). Static media ratings are always implemented while dynamic content ratings are evaluated in real time based on predetermined rules and data sources.

  The submitted registration is reviewed in detail by the advertising operation before the display surface is added to the constellation.

  A public space display (PSD) operator can also define the amount of time a PSD is available to display platform-driven advertising content. The operator can preferably override this schedule to adapt to the last minute changes. Finally, data capture “opt-out” is defined for each display surface. This data capture opt-out limits or prevents the collection of usage data or context (eg, device proximity, human proximity or absence) data by the exchange. Depending on the display surface and the type of cloud service subscribed to, the constellation may impose or provide limited options ranging from full delegation to full enforcement for individual users or owners / operators. Similarly, the constellation or individual user or owner / operator may also have the option of setting advertising preferences to prevent or promote certain types of advertising media content.

  Once the advertiser account is created and funded, the advertising portal can: (1) create an advertising media content using an automated workflow; (2) create an advertising campaign; (3) An end-to-end workflow that streamlines and automates the steps for finding an appropriate display surface, (4) the step for acquiring display surface viewing slots, and (5) the step for managing advertising campaigns. Manage.

  Advertisers capture or create advertising media content according to the automated workflow aspect of the present invention. There are two main types of advertising media content:

  (1) traditional audio / visual media content such as still images and video / audio, and (2) advertising applications running on a display surface connected to the advertising platform backend.

  The media can be uploaded to the advertising platform cloud in its original format via an automated workflow wizard, and the user selects and defines the target display surface profile. When uploaded, the aspect ratio of the original media content is normalized and its resolution, contrast, and color depth are adapted to the selected display surface profile for maximum visual quality. The adapted original media is then transcoded to an internal mezzanine format and its display attributes are once again optimized to give the maximum viewing experience with the selected display surface profile. The internal mezzanine format is an internal format for storage of media content, and also includes US Patent Application Publication Nos. 14 / 213,729, 14 / 213,773, and 14 / 213,810. 14 / 213,873, 14 / 213,918, 14 / 213,956, 14 / 213,981, and 14 / 214,017. These applications are fully described in the specification and are hereby incorporated by reference.

  Important visual elements are preferably detected automatically and visual content optimizations such as framing, cropping or off-setting are suggested to the user. Derivative content objects (thumbnails, previews, watermark previews) can then be generated, and all visual objects (original format, mezzanine format and derivatives) will have the appropriate security, authenticity, privacy, and Registered by a digital rights management system, ensuring usage tracking. A management system to ensure proper security, authenticity, privacy, and usage tracking. The process is gated by a series of checkpoints where the user can validate the resulting object or select options.

  The automated workflow provides a tool for overlaying tags on media content that is captured to allow visual information to be overlaid in real time as the visual content is sold to the display surface. The user can (1) regular geometric shape (tag shape) on the captured media content, (2) visual information that is very impressive when viewed, (3) tag shape (color, border, transparency, And texture) visual attributes, (4) tag object type (text, QR code (registered trademark) or image), and tag object real-time source (time, data feed, RSS feed, etc.) To do. For example, the message “Take a picture and send it to www.whateverXYZ.com to win!” Can be overlaid on the poster. In addition, “XYZ” can be changed in real time to reflect time or position.

  Also, the captured content may include audio channels that are similarly normalized and transcoded to a mezzanine format. The normalization process preferably includes audio level adjustment, frequency normalization and enhancement, and resynchronization with visual content. Content metadata is also captured during the process. In addition to standard content metadata that defines the technical specifications (direction, aspect ratio, resolution, etc.) of content that should preferably be automatically detected by the ingestion engine, audience rating, important visual elements, optimal Additional attributes such as viewing conditions and visual DNA classification are also required by the user.

  The capture workflow is preferably asynchronous to allow multiple individuals to work together in a non-real time process. The final set of objects (content and metadata) is reviewed by platform operations production specialists and advertisers and digitally signed for approval. A non-real time process is a process that does not require all users to be involved at the same time.

  Render dynamic composite advertising content in real time on most display surface types. Automated workflows include basic visual objects (audio channels, graphics animation, static text, crawling text, tiles, rotation planes, moving planes, etc.), display layout (right L shape, vertical pillars, n columns, etc.) And such graphics using a combination of captured media content (images and video / audio clips) controlled by playlists or driven from external data sources (time, data feed, RSS feed, etc.) Used to create animated content. Automated workflows also allow users with special benefits to create customized objects, layouts, and external data sources.

  The combination of a special type of template and playlist allows for collaboration or collaboration of visual content across several display surfaces. For example, a series of animated graphic content can be played on several display surfaces around the food court with the start and main scene transitions synchronized across all display surfaces.

  Dynamic composite content ordering and timing can be configured to automatically adjust to traffic conditions to maximize the experience for the viewer. Using a data source such as Google traffic or a connected sensor such as Doppler radar, the display surface automatically detects traffic conditions and adjusts viewing program blocks and viewing slot durations accordingly. Similar adaptable media content execution may be envisioned based on weather conditions or other predetermined data sources.

  The concept of advertising application is unique to the advertising platform of the present invention. The platform backend configuration combined with the inherent capabilities of the display surface as disclosed in U.S. Patent Application Publication No. 14 / 213,729, which is hereby incorporated by reference in its entirety. Drive media content or coordinated media content across several display surfaces to interact with the ad placement process. The application is preferably an Android-based application developed by a third party developer authorized to run on a display surface in a processing environment. Applications are developed using an enhanced version of an automated workflow that incorporates a software development kit (SDK). A software development kit is a set of software tools used to write software for a specific operating environment. SDK is disclosed in U.S. Patent Application Publication Nos. 14 / 213,729, 14 / 213,773, 14 / 213,810, 14 / 213,873, and 14/213. , 918,14 / 213,956, 14 / 213,981 and 14 / 214,017, which are referenced in their entirety. Is incorporated earlier.

  The application is automatically installed on the selected display surface when the advertising campaign is scheduled to run and the advertising campaign is involved in generating visual and audio content that can be viewed on the display surface, thereby Unparalleled autonomous behavior allows localization, interaction, coordination, and adaptation to the local environment. Applications also provide data to advertising platforms that can coordinate their actions with cooperating display surfaces or affect the outcome of the bidding process. Applications use resources provided by the display surface operating system (VOS) to collect information and commands, thereby generating visual (and audio) content. Using that mechanism, an application can process the following four types of input to generate its visual content.

  1. For example, local display surface parameters such as time and temperature.

  2. Commercial RSS feeds, XML feeds, private data feeds (from an external third party private cloud or private cloud), URLs, or network data feeds coming from a platform cloud containing any captured media content.

  3. Local sensor data feed from a sensor that communicates data directly to the display surface via its USB, Ethernet, BTLE, or WiFi connection.

  4). Other display surfaces including their own direct sensor data feed.

  Once developed and tested, applications are published in catalogs such as application stores where they become available for use in advertising campaigns. All types of advertising media content can be published in a catalog and made available to other advertisers at a predetermined price. All published content available through the application location store is pre-approved by platform operations.

  As can be seen in FIG. 8, the application is preferably rendered by the display device, taking advantage of the services provided by the display surface V operating system disclosed in the US patent application incorporated by reference above. Calculate the image, sound and motion to be generated. VOS can be (1) embedded sensors (eg, orientation sensors or GPS sensors), (2) remotely connected sensors or data sources, (3) data from cooperating display surfaces, (4) platforms Provides access to multiple services including data sources from the cloud and (5) data sources from external cloud services routed through the platform cloud. All images, sounds and actions generated by the display device can be logged to the platform cloud.

  An automated workflow implements a strict security framework in the application. Once published, the application can be authenticated and digitally signed. The application is downloaded to the display surface processor using a secure transfer protocol using 256-bit AES (Advanced Encryption Standard) encryption. The application is authenticated before being installed on the display surface and the digital signature is validated each time it is loaded for execution. This security framework includes a display device security architecture that includes a secure lockdown processor with a secure booth loader, a signature Android OS that runs in a secure partition, and outside the trusted application space. Supported by a security key register that is not exposed through.

  The SDK provides resources for incorporating applications into advertising platform reporting and operations monitoring. This SDK allows application developers to add application specific metrics to standard reporting and operations tools available through the advertising portal.

  The campaign builder tool can allow advertisers with appropriate benefits to (1) create an ad campaign, (2) identify the target display surface, and (3) obtain viewing slots Like that. The campaign builder uses an automated workflow to guide the advertiser through this definition and approval process.

The first step in building an advertising campaign requires the definition of important parameters including:
1. 1. Author, title, retailer, product category, and target audience Content and rating Financial governance: campaign budget, daily budget, maximum bid price, and average bid price

  The advertiser can then link the advertising media content to the campaign definition. The metadata of the advertising media content is used in selecting a suitable display surface and obtaining viewing slots.

  Once the advertising campaign definition is complete, the advertising campaign is submitted for approval and other external approvals defined by the advertiser. The advertiser completes the ad campaign design process by “preparing” the campaign, ie loading the ad campaign into the ad platform logic engine to be evaluated as the selected time period is processed. .

  As can be seen in FIG. 7, the internal advertising logic flow assigns advertising media content to each viewing slot of each program block for the offline process performed through the campaign builder user interface and consequently to each active display surface. Divided into real-time bidding / purchase evaluation process. Advertisers use the Campaign Builder to define campaign parameters and to optimize using display relevance indices and search engines calculated using static near real-time profile attributes on the display surface The correct display surface. Advertising campaign parameters (including bid type, bid governance rules, and budget information) and target display surfaces are combined into a bid plan to be evaluated by the logic engine when the target program block is approaching. Be prepared. Alternatively, the advertising plan can use a predetermined rate sheet process to immediately purchase a viewing slot in the program block, where the transaction is preferably processed immediately and the viewing slot is assigned to the advertising campaign. In real time, at a predetermined time period prior to each program block, the bidding logic engine evaluates the bidding plan and selects the advertising campaign for winning a viewing slot in the program block. The advertisement logic engine then sends the advertisement placement list for that program block and display surface to the advertisement controller subsystem.

  As the last step in defining an advertising campaign when a viewing slot is acquired or a campaign bid is prepared, the advertiser then links the advertising media content to the campaign.

  Advertisers use free text keyword search and filters (such as location, resolution and other display surface types and attributes, orientation, fixed / moving, indoor / outdoor, content restrictions, etc.) Listed as the list of best matching display surfaces, “required”, “informative” or “excluded”, as well as block duration and viewing frequency -and rank using their ad relevance scores A program block to be attached is generated. Advertisers can view these display surfaces, review their profiles, and select group or individual display surfaces. The display surface finder also recommends other display surfaces or a group of display surfaces that meet the campaign needs.

  The availability of each display surface for displaying platform-driven advertising content is divided into program blocks corresponding to time slices, and within the time slice, many advertisement “viewing slots” are displayed for a predetermined duration. Is done. By default, the program block is defined as 5 minutes and each viewing slot has a duration of 30 seconds. These parameters are defined as part of the display surface profile. A viewing slot is obtained using one of the following two models: (1) using a traditional predefined rate sheet model, or (2) using a real-time bidding model.

  The rate sheet process of the present invention provides the advertiser with a guaranteed purchase price that is fixed over a standard viewing slot on a particular display surface. The price is pre-arranged between the platform and the advertiser, or is pre-determined based on past and current market conditions. The advertising platform also uses the bid / rate price, seasonal / positional factors, current bid price, campaign length, and time remaining value before the start of the prescribed schedule to calculate the rate sheet. It also gives the possibility of being determined by an algorithm. Special pricing conditions may be provided for various periods within the program block, or for higher ad placement frequency viewing slots. The purchase converts to an ad placement reservation and blocks the time slot on the display surface for a specific duration.

  The bidding process of the present invention is a bidding model in which advertisers seek display screen viewing slots that meet their advertising campaign objectives by defining bidding parameters and governance rules. The bid price of the winning campaign is converted into an advertisement placement reservation and blocks a time slot (viewing slot) on the display surface for a specific duration.

  The bidding process is preferably based on one of the following three pricing models:

  1. CPI (Cost per Impression)-cost per impression: Campaign results and advertiser costs are measured in terms of estimated web page visitors without tangible feedback. Estimated web page visitor numbers are based on either historical or official demographic data and using crowd data or real-time audience monitoring data.

  2. Cost per click (CPC) -cost per click: Campaign results and advertiser costs are measured with respect to viewers who act as a result of experiencing platform-driven advertising media content. User actions can range from making a call to a specific phone number to scanning a QR code or sending an image of an advertising medium to an email address.

  3. Cost per acquisition (CPA) -cost per acquisition: Campaign results and advertiser costs are measured for viewers who shop as a result of experiencing platform-driven advertising media content.

  Advertisers choose a bid type (CPI, CPC, or CPA) and set their bid plan (minimum bid price, maximum bid price, daily budget limits and conditions) and governance, ie ad placement. A set of rules that control over the context can be defined (eg, not on a cold day, not after a campaign XYZ, or not after an X-designated advertisement). Bids are evaluated in real time by the logic engine to determine the winning bid for each viewing slot or for each program block on each display surface to maximize revenue for the advertising platform. The logic engine takes into account the static profile of the selected display surface as well as the dynamic factors given in real time by the VOS of the display surface. Data given by the application running on the display surface is also taken into account.

  A bid simulator is used by advertisers to evaluate the possible outcomes of a bid. The bid simulator calculates the expected ad value based on historical data and provides a quantified display of the expected results of the advertising campaign, the campaign parameters and bid parameters, the selected display surface, The target program block and history data are used.

  Advertisers use a set of tools available through an advertising portal to monitor and control their advertising campaigns in real time as they are prepared.

  Dashboard feature allows advertisers to run a campaign or multiple campaigns in terms of running costs, actual budgets, comparison of bid parameters and bids, actual captured display devices, and display device attributes. Used to monitor and control in real time. The dashboard function also performs continuous prediction extrapolation based on historical data and current data to give an estimate of the campaign results. The dashboard also provides control for pausing or terminating the campaign globally or on a display surface or program block basis.

Dashboard data is provided in a set of views that advertisers can adapt to their needs through configuration tools. All monitoring data is captured and stored by the LOGGER function. The advertiser dashboard is also used to generate a report of several important parameters including:
-Display screen by display surface, group of display surfaces, or overall playout report-Timing and context of each program block-By time, by display surface, by group of display surfaces, or by program block Estimated or actual result (CPI, CPC, or CPA)
-Cost over time

  Each media asset and each advertiser accumulates detailed logs about what is played, when, and its associated costs.

  Advertisers can also use report customization tools to create customized reports. Reports are exported in a standard file format.

  A playout report is a report that preferably lists each time a commercial occurs on a particular channel or station, and in the context of the present invention, is a report of a particular advertising campaign on a display device controlled by the advertising platform of the present invention. A report that lists each display.

  The analysis function of the present invention uses a wide range of data captured by the logger function to generate reports and perform correlations, trends, and cohort and correlation analyses. The results can be viewed through a web page and exported in a standard file format.

Advertisers use account management functions available through the advertising portal to manage their profiles and settings, including:
-ID overview-Authorized access device-Purchase and action history-Alert

  A very important element of an advertiser account is the payment information used in the design and execution of advertising campaigns to set limits or control spending.

  A display surface operator view is a specific display surface or group of display surfaces that includes a real-time view of the displayed advertising media content, the current state of the display surface operational status, historical technical performance indicators, and platform performance indicators. Gives access to all data related to performance and status. The display surface operator view also provides a number of controls to affect the operation of the display surface in real time, including media suspension, termination, restart, stop, and restart, and embedded processor stop and restart. The display surface operator also uses the advertising portal to manage its accounts and settings, including reviewing revenue history and revenue sharing parameters.

  Platform operations are responsible for ensuring customer experience, registration and content workflow support, and continuous peak performance behavior of all components of the platform system from content capture to display and advertiser reporting and analysis. . The advertising portal preferably supports at least the following operational functions:

  1. Onboarding manager: Review and supervise asset registration workflow. Validate all asset registration data before it rises to a working inventory. Manage any custom demographic meta tags that should be applied to the asset.

  2. Tech Ops: actively monitor and optimize platform infrastructure and displays. Reachable via live chat from the portal.

  3. Price manager: Review and manage display asset price optimization. Review and oversee rate sheets and bidding algorithms and process fidelity. Can be overridden if justified.

  4). Creative collaborator / approver: Assists advertisers who design ads that meet their goals. Review, validate and approve ads submitted for live use. Reachable via live chat from the portal.

  As can be seen in FIG. 6, the advertising platform of the present invention preferably provides four main functions: media content management, advertising control, advertising placement, and reporting. The automated workflow user interface is used to create and manage advertising media content that is processed and stored through the media content management subsystem. The campaign builder user interface is used to define all parameters and attributes of an advertising campaign to obtain viewing slots via rate sheets or bidding mechanisms. The ad logic engine processes the advertising campaign information along with the display relevance index of the target display surface and assigns a campaign to the display surface for each program block. The ad controller receives the ad placement information from the ad logic engine, fetches the ad media content from the media content management system, and preferably transfers all data to the tag controller that inserts the real-time tag to each target Customize media content for each display surface. The data logger captures all real-time and non-real-time information, adds time tags and other indexing metadata, and stores all log information in a database used by the analysis engine. The event correlation function also tracks and calculates CPC results and CPA results by correlating data resulting from viewer actions in response to “experience” advertising media content with an advertising campaign.

The advertising platform infrastructure consists of the following set of servers hosted on a mission critical cloud infrastructure.
1. Media content management 2. Advertising controller 3. Ad placement engine 4. User report Account management System Performance Management These servers are designed for high service availability and scalability using state-of-the-art software architecture and implementation techniques.

The Media Content Management (MCM) subsystem handles media content capture and provides all the back-end functions provided by an automated workflow including:
1. Content upload Content normalization and adaptation Transcoding and derivatives 4. Watermarking DRM
6). Application compliance and validation

  The MCM communicates with the advertising portal via secure HTTPS while all media content is encrypted by AES256. A higher level of content security is also conceivable (another patent application). The original media content and mezzanine format are stored in separate blobs, while the derived format and metadata are stored in a separate NOSQL database. The original media content and mezzanine format is fully DRMed. All media content and metadata are encrypted for storage (AES256). Content storage and normalization of content to a more easily managed standardized format is described in U.S. Patent Application Publication Nos. 14 / 213,729, 14 / 213,773, 14/213. 810, No. 14 / 213,873, No. 14 / 213,918, No. 14 / 213,956, No. 14 / 213,981, and No. 14 / 214,017, which is fully incorporated by reference above.

  The advertisement controller subsystem drives the display surface based on the advertisement placement result. The advertisement driver retrieves the advertisement medium content from the content blob that is captured based on the advertisement placement result from the advertisement placement engine, and transmits it to the tag controller. All activity logs are captured by the logger function.

  The tag controller function receives advertising media content from the advertising driver and inserts tags and other unique information—visual information or other information. The tag controller packages all advertising media content and distributes it to the target display surface. The tag and unique information may preferably be a specific phone number, URL or QR code, or graphics that makes each displayed content unique. The tags and unique information are used by the event correlation function to calculate the actual results of the campaign. For example, the results of a CPC campaign are calculated by correlating consumer actions that incorporate a particular tag with a display surface that uses that tag.

  The ad placement engine does all the processing that results in the allocation of specific advertising campaign media content for specific display surface view cycles.

  Each display has X bids through a campaign or advertisement placement reservation (buy now) for each program block. The logic engine calculates the ad placement list over X hours using real-time data for each display (cached for offline mode). Display relevance is considered to optimize CPI, CPC, and CPA revenue when applicable. Governance, bids, and display relevance jointly determine the best quantified ad placement score out of X number of ad placement bids for each play block.

  For each program block within the next X time, the dynamic profile value is overlaid with a static profile value, which results in the “current” display profile being used to calculate the display relevance index. Created. The index is calculated by using the display surface finder input as a search criterion across all display profiles. Each profile attribute match has a score. Profile attributes have a score that is dynamically weighted relative to the importance of the determinable search criteria when multiple attributes get a search criteria goal or when similar attributes are found that are not directly relevant . The profile attribute scores are summed to determine the display relevance index.

The reporting subsystem supports the generation of timely and accurate reports, drives real-time dashboards, and incorporates all back-end components that provide analysis tools. The logger function captures and time-tags all data generated by the system of the present invention, including:
1. 1. Ad placement engine results and intermediate data 2. Tags and unique information associated with the target display surface 3. Actual content display index reported by the display device 4. All data feeds and sensor data used by the application Viewer action where actual data is reported or dashboarded 6. Critical performance indicators and alerts monitored by platform operations

  All data is preferably captured and indexed in real time in a highly available SQL database with attached secondary long-term storage.

  The analysis engine is used by the reporting and dashboard functions to analyze the data captured by the logger. An important function of the analysis engine is to calculate CPI, CPC, and CPA outcome measures to collect empirical data used by the billing engine. An Event Correlation Engine (ECE) preferably receives viewer data, feedback, and actions and correlates in relation to a unique tag or other tracking mechanism. This correlation data is used by the analysis engine to calculate CPI, CPC, and CPA outcome measures.

  The account management subsystem preferably performs all tasks related to user account creation and management, including login validation, access control and authentication, activity tracking, and secure payment processing through the payment gateway To do.

System performance management preferably collects and processes all system performance metrics and alerts required by platform operations. System performance management includes at a minimum:
・ Performance index of each infrastructure subsystem ・ Status and performance index of each operating surface ・ Customer support chat ・ Knowledge base ・ Customer support trouble ticket management

  As will be appreciated by those skilled in the art, various modifications may be made and equivalents may be substituted for elements without departing from the scope of the invention. In addition, many modifications may be made to adapt a particular feature or material to the teachings of the invention without departing from the scope of the invention. Accordingly, the invention is not limited to the specific embodiments disclosed, but is intended to include all embodiments that fall within the scope of the claims.

Claims (20)

A digital advertising system that displays and optimizes the revenue of at least one advertisement having bid and rating information,
At least one display device having a processor, a memory, and a profile including attributes of the at least one display device;
Receiving the bid and rating information associated with the at least one advertisement and determining the placement of the at least one advertisement on the at least one display device; and the bid and rating information. An advertising platform adapted for use;
An exchange adapted to provide secure access to the advertising platform and the at least one display device to manage data and control flow between the advertising platform and the at least one display device;
A digital advertising system comprising:   The digital advertising system according to claim 1, wherein the advertising platform is excluded.   The digital advertising system of claim 1, wherein the advertising platform is configured to continuously reflect the latest state, conditions, and changes of the system.   The digital advertising system of claim 1, wherein the advertising platform can determine an arrangement of the at least one advertisement on the at least one display device in near real time.   The digital advertising system of claim 1, wherein the advertising platform is further configured to create and capture advertising media content.   The digital advertising system of claim 1, wherein the advertising platform is further configured to optimize the at least one advertisement on the at least one display device.   The digital advertising system of claim 1, wherein the at least one display device is further configured to track use of the at least one display device.   The digital advertisement of claim 1, further comprising at least one user interacting with the system, wherein the interaction is controlled by profiles, settings, and benefits associated with the account type of the at least one user. system.   The digital advertising system according to claim 1, wherein the advertising platform is an external cloud service.   The digital advertisement of claim 1, wherein the at least one display device is further adapted to automatically install an advertisement application when the at least one advertisement is placed on the at least one display device. system. A method for displaying and optimizing the revenue of at least one digital advertisement with bid and rating information comprising:
Providing at least one display device having at least one display device, a processor, a memory, and a profile including attributes of the at least one display device;
Receiving the bid and rating information of the at least one advertisement by an advertising platform;
Determining, by the advertising platform, the placement of the at least one advertisement on the at least one display device using the profile and the bid and rating information of the at least one advertisement;
Secure access by exchange information from the advertising platform and the at least one display device;
Managing the flow of data and control between the advertising platform and the at least one display device by the exchange;
Displaying the at least one advertisement on the at least one display device;
A method comprising:   The digital advertisement method according to claim 11, wherein the advertisement platform is excluded from mediation.   The digital advertising method of claim 11, wherein the advertising platform continuously reflects the latest state, condition, and change of the system.   The method of claim 11, wherein the step of determining the placement of the at least one advertisement on the at least one display device is performed in near real time by the advertisement platform.   The digital advertisement method according to claim 11, further comprising the step of creating and capturing advertisement media content by the advertisement platform.   The method of claim 11, further comprising optimizing the at least one advertisement on the at least one display device by the advertisement platform.   The digital advertising method of claim 11, further comprising tracking use of the at least one display device by the at least one display device.   The digital advertising method of claim 11, further comprising obtaining information from an interaction with a user, wherein the interaction is controlled by profiles, settings, and benefits associated with the user's account type.   The digital advertising method according to claim 11, wherein the advertising platform is an external cloud service.   The digital advertising method of claim 11, further comprising: automatically installing an advertising application on the at least one display device when the at least one advertisement is located on the at least one display device.